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8 Ways to Build a More Welcoming Homepage As the threshold to your business, your homepage should invite people in.

By Ann Handley

Opinions expressed by Entrepreneur contributors are their own.

It's apt that we refer to the main page of a website as home, because that word evokes warmth and belonging. That's exactly the mindset to get into when you create content for your company's homepage--the first thing that appears when your domain name is typed into a web-enabled device.

That page is a metaphorical threshold to your business. Just like at home, you want visitors to feel welcomed as soon as they step in, to feel comfortable and understand that you're happy to see them. And because this is your business, you want them to get a sense of their surroundings in the blink of an eye: an idea of who you are, what you do and--this is critical--why it should matter to them.

What follows are some guidelines for writing homepage content. But a caveat: There are many variables that will define a successful page, based on the nature of your business and its goals, so keep in mind that I'm advocating a general approach, not delivering a prescription.

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